Future Roles In Audio Production

1 Sept

In the last few months, audio production heard an all-too-familiar noise, this time in the podcast space. Wondery’s recent reorganisation under Amazon exemplifies the challenges and opportunities ahead. Acquired in 2021 for $300 million, Wondery has moved its narrative slate—including Dr. Death and American Scandal—to Audible, while prioritising video-focused shows for larger brand integrations. This pivot, driven by a push toward profitability and the rise of video consumption, resulted in approximately 110 layoffs, mainly in narrative production, and the departure of CEO Jen Sargent. These changes hit hard. Real people, including friends of mine, lost stable incomes, in some cases worth hundreds of thousands annually. We must acknowledge the human toll with empathy; these creators built podcasting’s prestige through meticulous storytelling.

This is not a tale of decline. Although it may feel that way, podcasting is not contracting into obsolescence; it is evolving. I believe the same of radio, although the traditional audio conqueror is in a much tighter position when it comes to production opportunities and ideas. Encouragingly, we are seeing signs of growth opportunities in some markets.

In the UK, the Media Act 2024 has deregulated commercial radio by relaxing content and format requirements, removing mandates for locally produced programming, and allowing stations to operate more like national networks. Industry bodies such as Radiocentre, representing major players including Bauer Media and Global, supported this legislation to reduce regulatory burdens and enable flexibility. The intention is to sustain or even grow audiences and revenues, despite contractions in regional production structures, which in turn have resulted in large numbers of talents losing jobs in the last year. The US provides an earlier parallel. The 1996 Telecommunications Act spurred massive consolidation, leading to thousands of job losses, homogenised content, and production cuts as companies such as Clear Channel (now iHeartMedia) acquired hundreds of stations and streamlined operations. In Australia, commercial radio has faced revenue pressures and job cuts amid wider media restructures. Even the public broadcaster ABC has shed roles in audio divisions in 2025, reflecting a trend toward reduced production diversity in response to economic challenges.

Within these contractions, bright spots are emerging and creating fresh demand for audio talent in innovative contexts. In the UK, regional and national DAB stations are flourishing, often filling niches that the major players have not. Fix Radio, the UK’s first station for builders, now reaches 724,856 tradespeople weekly, reporting turnover of up to £8 million, with growth exceeding 550% in under three years (Press Gazette). Happy Radio UK, focusing on uplifting content, is the fastest-growing in the North West of England expanding DAB coverage, securing significant local partnerships, and reaching listeners via apps and Freeview. In Demand Radio, broadcasting rhythmic contemporary hits on DAB+ across the North West of England and North Wales, is also part of this DAB renaissance. Digital platforms are driving commercial radio to record highs, with online listening accounting for a third of total commercial consumption (RAJAR Q1 2025 via Radio Today).

Ireland presents a similarly promising story. Despite major players such as Bauer exploring franchise models like Greatest Hits, the DAB platform is exciting the market. The Irish entertainment and media sector is projected to grow to €7.5 billion by 2029, with music and radio revenues rising at a 2.2% CAGR to €517 million by 2028 (PwC Ireland). Even if larger groups manage to navigate regulatory red tape to contract production, as has been seen in the UK, US, and Australia, DAB’s expansion - mirroring UK projects - signals the potential for more production job opportunities.

Returning to podcasting, and despite the earlier uncomfortable noise of the Wondery moment, it is clear that unlike radio’s journey in some global markets, the medium is defying the contraction model. Podcasting cannot simply shrink output and expect the same results. The format thrives on diverse, on-demand content that audiences crave. Narrative podcasts, which Wondery has de-emphasised due to higher costs and shorter advertising runways, continue to attract demand. Consumption is growing alongside video, not at its expense. Global listeners will reach 584.1 million in 2025, up 6.83% year on year (Podcastatistics). Advertising revenues reflect this vitality, with worldwide podcast advertising expected to hit $4.46 billion in 2025 (Backlinko). The US accounts for $2.51 billion of this, climbing to more than $3 billion by 2028. The overall market size is projected at $38.36 billion this year (Demandsage).

This resilience opens doors for displaced creators, and the big deals are not reliant on Amazon. Morbid, the true-crime hit, left Wondery for a multi-year SiriusXM deal in July 2025, securing exclusive advertising rights for audio and video. Hosts Alaina Urquhart-White and Ash Kelley praised SiriusXM’s growth vision, taking their entire network with them. SiriusXM now hosts five of the top 10 podcasts, according to Edison Research. Beyond Amazon and Spotify, other players are thriving. iHeartMedia’s podcast revenue jumped 28% to $116 million in Q1 2025, making up 42% of its digital audio earnings (Yahoo Finance). Apple, Audacy, and independents via Acast continue to offer monetisation tools, while YouTube’s one billion monthly podcast viewers (YouTube Blog) and Spotify’s 430,000-plus video podcasts fuel hybrid models.

For podcast makers and radio talents alike, revenues and jobs persist. They are reshaping into something even stronger. Audiences engage with sponsors, with 70% of advertising revenue coming from regular shows (IAB), and social/video clips amplify reach. Narrative talent can adapt by enhancing audio with visuals for discovery, partnering with emerging networks, or going independent. Experts consistently note that the rise of video complements audio, ensuring room for all formats. Demand remains strong, and with revenues scaling rapidly, significant opportunities and new roles are on the horizon.

Podcasting is not quite the field of butterflies once imagined, yet it is undergoing another stage of metamorphosis to reach that point. In UK and Irish radio, albeit at a more embryonic stage, innovation is quietly blooming with digital platforms and new stations operating beneath the radar of the big players. To those who have lost jobs or feel uncertain: your skills remain, or soon will be, in high demand. The audio future is bright, full of potential, and ready for you to thrive in once again.